brian does some amazing undercorps work in china. you know, when you go to buy ivory, they say that it's old. if you really press them, when was this -- how did this ivory come to be in the shop. they say it's old, before the ban. there's no way to prove that. they are being lied to. i don't totally blame them. i don't know that they know the truth, and that's why we need to talk about it. that's why we need to show them what is happening, and make them realize, okay, that does cost something, and that costs elephants living in the wild. like, it's a huge price to pay that none of our children will live in a world where elephants live in the wild. >> is this conversation happening in china? it's clearly happening here. >> trying. >> i feel like i've read reed about it and watched bhaets going on. >> trying. >> how much of this had is taking hold there? >> it's not easy. >> you're right. i mean, it's very -- ngo's, the nongovernment organizations, the world wildlife funds, those kind of things we think of second nature here, don't exi